Crafting Equity via Experience: A Stimulus-Organism-Response Study of Content Marketing in Pakistan

Authors

  • Dr. Mohammad Ali Assistant Professor, Management Science Department, COMSATS University Islamabad, Abbottabad Campus, Khyber Pakhtunkhwa, Pakistan
  • Sana Farhad Research Scholar, Management Science Department, COMSATS University Islamabad, Abbottabad Campus, Khyber Pakhtunkhwa, Pakistan.
  • Athar Azeem Qureshi Research Scholar, Management Science Department, COMSATS University Islamabad, Abbottabad Campus, Khyber Pakhtunkhwa, Pakistan.
  • Muhammad Zia Ul Haq Research Scholar, Management Science Department, COMSATS University Islamabad, Abbottabad Campus, Khyber Pakhtunkhwa, Pakistan.

DOI:

https://doi.org/10.55737/qjss.vi-ii.25329

Keywords:

Digital Content Marketing, Brand Experience, SOR Model, Consumer Based Brand Equity

Abstract

This research investigates digital content marketing's (DCM) effects on consumer-based brand equity (CBBE) by exploring the mediating role of brand experiences in Pakistan's market context. The research implements the stimulus-organism-response (SOR) framework to study how DCM affects brand experiences which subsequently influences the perceptions of CBBE among Pakistani consumers on the internet. This study adopted a quantitative approach using structured surveys which gathered data from 386 participants who engaged with social media platforms (Facebook, Instagram) and e-commerce sites (including Daraz.pk and AliExpress among others) on a regular basis. Research instruments built on validated findings assessed DCM components (informational and entertaining and social and self-expressive content) supplementing brand experience dimensions (sensory and affective and intellectual and behavioural) and CBBE elements (brand awareness and perceived quality with brand associations and brand loyalty). Structural equation modelling (SEM) analysis and mediation tests established that DCM delivers significant brand experience improvements thus proving effective digital content strategies boost consumers' multi-faceted brand interactions. Traditional analysis showed that brand experience plays a key role in developing CBBE because authentic brand connexions help consumers build stronger brand equity. The relationship between DCM and CBBE did not reach statistical significance indicating that DCM primarily affects brand equity by influencing brand experience levels. The application of mediation analysis established brand experience as a crucial intermediary factor that connects DCM to CBBE while demonstrating its substantial mediating power. Brand experience emerges as a critical element which converts digital content marketing initiatives into positive brand equity results.

Author Biography

  • Dr. Mohammad Ali, Assistant Professor, Management Science Department, COMSATS University Islamabad, Abbottabad Campus, Khyber Pakhtunkhwa, Pakistan

    Corresponding Author: m_ali@cuiatd.edu.pk

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Published

2025-05-13

Issue

Vol. 6 No. 2 (2025): SPRING 2025

Section

Articles

How to Cite

Ali, M., Farhad, S., Qureshi, A. A., & Haq, M. Z. U. (2025). Crafting Equity via Experience: A Stimulus-Organism-Response Study of Content Marketing in Pakistan. Qlantic Journal of Social Sciences , 6(2), 19-35. https://doi.org/10.55737/qjss.vi-ii.25329